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The main purpose of this research is to address how robust design of service quality dimensions can be obtained.  Designing service quality system by robust design can result in determination of optimum levels of service quality dimensions. Literature review indicates that studies have been mostly concentrated on determination of service quality dimensions and their relationship with customer satisfaction. In this investigation, service quality robust design has been conducted by the integration of Taguchi design of experiments and SERVQUAL approach in Iran Travel Agency. For this purpose, five basic dimensions of service quality, i.e. reliability, responsiveness, assurance, empathy, tangibles and price have been assumed as control factors. Response factor has been defined as two alternatives of the sum of customer expectations and the sum of service quality gaps. Noise factor has not been considered in this study. The advantage of this approach compared to classic approaches of design of experiments is the simultaneous improvement of mean value and standard variation. Signal to noise ratio (S/N) has been computed and the desired mix of the levels of service quality dimensions has been determined, respectively. Comparing the two sets of findings can assist the agency in analyzing the cost of attracting new customers and retaining regular customers.